Building and Marketing Trademarks

23-08-2020 - 27-08-2020 3300 أبوظبي


Course Introduction:


A trademark is any unique word, symbol, name or device used to identify and distinguish the goods of one seller from the goods of another. A trademark allows the seller to protect what's trademarked from use and/or misuse by competitors while building brand loyalty among repeat customers. Trademarks also help prevent confusion or manipulation of consumers, who come to associate distinct attributes--in particular, quality--with a distinct brand.


From a branding perspective, the following are assets that can be protected: logos, names, tag lines and packaging. However, these assets can only be trademarked if they meet certain qualifications. A word or phrase that's commonly used or already connected with another product or service in the same industry cannot be trademarked. However, if your name is generic but used in an industry not typically related to the meaning of the term, you may be able to trademark it.


As a general rule, you can trademark your business name if you use it when advertising directly to your customers. If you don't use your business name in direct communication with your customers, you probably can't, because you're not connecting your name to your brand and its attributes. If your business name will be a large part of your marketing, you should consider trademarking it.


Course Objectives:


By the end of the program, participants will be able to:

  • Ensure their organization, product or service succeed through careful attention to brand imperatives.
  • Craft a powerful brand positioning statement that reflects the brand promise and the expectations of their most valued customers.
  • Build a fully aligned, brand-focused operation.
  • Measure brand equity, track it and maximize it.
  • Avoid the dangers and pitfalls of ignoring the laws of branding.


Who Should Attend?

All those involved in decisions and actions impacting the health of the brand. It is also of direct interest to marketing, product and brand managers and supervisors. The concepts introduced are also of key importance to those managers who chart the overall strategic and operational policies of the company.


Course Outline:


Definitions and Concepts

  • "Everything" Can be Branded
  • Branding: From Business to Consumer to Business to Business
  • General Brand Concepts
  • The Power of Brands
  • Branding as the New Marketing

The Brand and the Customer

  • A Matter of Perception
  • Identifying Brand Associations
  • Types of Associations
  • Using Brand Associations to Create Value
  • Understanding Brand Personality
  • Crafting the Positioning Statement
  • The Brand Promise
  • The 7Ps of Branding


Brand Equity and Brand Value

  • Definitions of Brand Equity
  • Brand Equity Models
  • Measuring Brand Value
  • An Element of Subjectivity


Building Brand Portfolios

  • Branding Philosophies:

o    The Branded House

o    Sub-brands

o    Endorsed Brands

o    The House of Brands

  • Brand Growth Strategies

o    Flanker/Fighting Brands

o    Line Extensions

o    Brand Extensions

  • Successful Brand Extensions


An Overriding Principle

  • Simplicity and the Laws of Branding


The Challenges of Branding

  • Cash: The Branding Doom Loop
  • Consistency: Living-up to the Brand Promise
  • Clutter: Breaking through the Bombardment


Designing Brand Identity

  • Brand Touch-Points
  • Branding Ideals
  • Branding Elements
  • Name, Logo and More


Course Methodology:


A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation


Course Fees:


This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.


Course Timings:


Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session


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